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So long, SWsoft; hello, Parallels

It’s no secret that SWsoft, the company known for its Virtuozzo OS virtualization software, and Parallels, of Apple desktop virtualization fame, are co-owned, but now the firm has decided to streamline its identity and use only the Parallels name.

“We needed to stop using our historical guerilla tactics where we would display to the world different faces of the company,” said Serguei Beloussov, CEO. “We needed a single name.”

Despite SWsoft’s strong name recognition among enterprise customers, the firm settled on the desktop-oriented Parallels’ brand “because it’s the easiest to spell, to remember, and it’s a natural English word,” Beloussov said.

The firm also has a new tagline –“Optimize computing” — and will gradually change its product names to what it calls “descriptive” names. Thus, SWsoft Virtuozzo will now be called Parallels Virtuozzo Containers and, ultimately, just plain Parallels Containers. The firm is also working on its Parallels Infrastructure Manager and Parallels System Automation suites, which will manage not only its own virtualization platforms but also VMware’s by late 2008.

“We think there is no such business as virtualization; virtualization is part of the platform,” Beloussov said. “Our management and automation tools are how you add value to the platform.”

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